Repositioning Victoria's Secret : a "sexy" makeover? /
In June 2021, Victoria's Secret (VS), a leading U.S. lingerie, clothing, and beauty retailing company known globally for its intimate apparel, replaced its glamorous models known as Victoria's Secret Angels with seven women achievers from diverse backgrounds in terms of race, age, size, an...
| Main Authors: | , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2023.
|
| Series: | SAGE business cases.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | In June 2021, Victoria's Secret (VS), a leading U.S. lingerie, clothing, and beauty retailing company known globally for its intimate apparel, replaced its glamorous models known as Victoria's Secret Angels with seven women achievers from diverse backgrounds in terms of race, age, size, and vocation, as part of a new initiative called "VS Collective." Through this initiative, VS sought to move away from its brand image of "sexy and glamorous"--which was seen as increasingly outdated--to become "the world's leading advocate for women." Some critics questioned the move. This case encourages students to appraise VS's repositioning, the motivations driving it, and the issues it raises. It allows students to apply textbook concepts of brand identity, brand image, and repositioning to VS specifically, as well as to analyze both why a company might seek such a repositioning and its potential for success. |
|---|---|
| Physical Description: | 1 online resource. |
| ISBN: | 9781529611427 1529611423 |